The company, which is based in Vancouver, British Columbia[4] generates revenue through advertising and premium memberships.

In 2009, Plenty of Fish also launched a contest with Lady Gaga allowing single members to go together and meet the singer during The Fame Ball Tour.

[9] The website for Plenty of Fish appeared in several music videos in 2010: in Lady Gaga's "Telephone", Natasha Bedingfield's "Touch", Kesha's "We R Who We R", Flo Rida and Akon's "Available", Jason Derulo's "Ridin' Solo",[10] and 3OH!3's "Double Vision".

[15][16] In a June 2014 interview, Frind attributed 85% of all Plenty of Fish traffic to mobile with the number growing weekly.

[17] On January 21, 2011, it was discovered that the Plenty of Fish website had been hacked which exposed the personal and password information on nearly 30 million user accounts.

[22] A related eliminated feature was the option to contact clients of age differences greater than "Markus", presumably Frind, found tasteful.

[26][27] On July 14, 2015, Plenty of Fish was sold for $575 million to Match Group (owner of Match.com, OkCupid, Tinder and Hinge, based in Dallas, Texas).

[30][31] In December 2019, Plenty of Fish pushed out a fix for its app after a security researcher found it was leaking information that users had set as private on their profiles, including hidden names and postal codes.